Bud Light Moves into eSports

We have seen exponential growth in the eSports industry over a few years. Titles like CS:GO, Dota 2, League of Legends, and new entries like Overwatch, have kept the industry alive and well fed in terms of investment. With more and more organizations with a keen interest in eSports coming in, the industry and culture have expanded well beyond expectations.

Yet another major organization, namely Bud Light, the American pale lager beer producer, has decided to expand its horizons from traditional sports into eSports.

The company is creating a new initiative called the Bud Light All Stars. The institution will be catering to many major titles like CS:GO, Dota 2, Hearthstone, Heroes of the Storm, and a few more.

DreamHack’s Austin Open will feature an announcement by Bud Light, revealing the company’s choices of athletes for its rosters. The exciting part is that the management is handing the fans total autonomy to vote and select from a number of top athletes to fill lineups. During the E3 on June 14th, 2016, Bud Light will tally all the votes and announce the players selected to officially join Bud Light All Stars.

Players selected into the program will be given Twitch streaming accounts to stream throughout the summer and participate in events.

Bud Light vice president Alex Lambrecht seemed to be pretty enthusiastic about the expansion.

“Bud Light has always been the beer that sports fans–regardless of what they’re watching–reach for and enjoy together,” Bud Light vice president Alex Lambrecht said in a statement. “Esports is a new and exciting frontier for us and we’re looking forward to providing another opportunity to bring fans around the country together to cheer for their favorite athlete.”

Let’s wait and see what the Bud Light All Stars can bring to the eSports platform. In any case, the move adds yet another large organization into the eSports fold, giving the industry a major boost.